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How do you know if your B2B content is paying off?  

How much is the average customer worth in revenues over their tenure with you?  Say it's $10,000.  If your close ratio ( form submissions to sales) is 1 in 10, then your average value of a form submission conversion is $1,000.

Now log into Google Analytics and see how many pageviews your website has generated in the past month and the number of form submission conversions.  If 5,000 page views and 10 submissions, your total traffic conversion ratio is 10/5000 or .02%.  Of that, calculate how much your content generates and figure out how many conversions came from that to determine your content traffic conversion ratio.  Add qualitative benefits.

I might disagree that all organic and email traffic should be allocated to content creation, but overall this is a great explanation content ROI.

"Everyone knows how to measure obvious “win” metrics like conversion rate. But like a wide receiver catching a touchdown in the end zone during a football game, a conversion is the final result of many other things happening correctly and in the correct order." - Nick Rojas

"Everyone knows how to measure obvious “win” metrics like conversion rate. But like a wide receiver catching a touchdown in the end zone during a football game, a conversion is the final result of many other things happening correctly and in the correct order." - Nick Rojas

"Everyone knows how to measure obvious “win” metrics like conversion rate. But like a wide receiver catching a touchdown in the end zone during a football game, a conversion is the final result of many other things happening correctly and in the correct order." - Nick Rojas